Sometimes you just need more people. In January, Washington, D.C. deputized out-of-town security and police forces during the Obama inauguration. The city gave them the tools and authority to manage the massive crowds that had descended for the weekend. The size of the actual D.C. police force didn’t grow permanently, but it had the resources it needed to get through the event. Brands can achieve the same effect – a simulated growth in the size of its marketing resources – by deputizing their fans.
I am a huge fan of Penzey’s Spices. The company is based in Wisconsin and has a few dozen stores throughout the US and a mail-order catalog. Their products are amazing. Their cinnamon (all four varieties) is the best I’ve ever tasted. Penzey’s rubs and spice blends for meats and vegetables can make a good cook out of just about anyone. They offer adorable spice gift packages that I’ve often given at wedding showers and as holiday gifts. A few of my favorite recipes were discovered in their spice catalogs. I don’t ever plan on buying grocery-store spices again.
I will gladly sing Penzey’s praises to anyone who will listen (see above paragraph). But here’s the problem – I have very little at my disposal to aid in my Penzey’s evangelization. It doesn’t appear that the company has even dipped its toes into the social media waters yet. No Facebook fan page, no Twitter account, no company blog. That leaves me with only their Web site to direct people to after I tell them how absolutely delicious the Florida Seasoned Pepper or Northwoods Fire blend is.
But Penzey’s Web site is relatively bland – it’s set up essentially as a no-frills eCommerce site. There’s no way for me to interact with the brand and share it with my friends. Bill Penzey, the company founder, writes a folksy customer letter in each catalog and it’s posted on the penzeys.com Web site. But I can’t share it via Facebook, Delicious or Twitter. The catalog is essentially on the site in .pdf format – making it difficult to share. The recipes from the catalog are also posted to the Web site. But again, I can’t bookmark them, post them to a profile, or even “e-mail this page to a friend.”
What Penzey’s perhaps doesn’t realize is that I, and I’m sure many of their other fans, would do a heck of a lot of free marketing for them if we only had tools and content at our disposal. People are already talking about the brand online: a Google blog search for Penzey’s returns more than 14,000 results. On Facebook, a loyal Penzey’s fan created a group that has almost 400 members and there are three others with a couple dozen members. It doesn’t appear that anyone from Penzey’s participates in these groups.
If Penzey’s fans were deputized – armed and equipped with social tools to take to our friends and networks – we could spread our love for Penzey’s at an exponential rate. Imagine if Penzey’s had a Facebook fan page that featured recipes, images, coupons, gift ideas or cooking tips. Or if they created a YouTube channel or Flickr account where their fans could post photos or videos of the meals they created using Penzey’s spices. Penzey’s doesn’t necessarily need to dive in to a full-fledged social media campaign, but creating some social outposts could go a long way toward allowing their fans to interact with the brand (and with each other) and easily share Penzey’s information with their social networks.
Many smaller businesses are afraid of moving into social media because they think it will take too much time. But if your customers like your brand enough and you give them the necessary tools, they will spend their own time to tout your brand among their friends. So give ‘em a badge.
Image via Flickr user amymengel (yeah, I took that one)